bandera china 中文 European Universities Linking Society and Technology (Eulist)

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  • School of official masters
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University Extension Course in Digital Marketing: Search marketing, Social media marketing and Digital marketing trends

INFORMATION, PRE-REGISTRATION AND REGISTRATION

  • Continuing Education
  • Phone: Phone: 91 665 5060  
  • Contact Academic Address:

Student attention:    Student Help Box     Suggestions, complaints and congratulations mailbox

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Basic Information

Presentation

100% hands-on digital marketing training for the 360-degree digital marketing profile that companies demand, designed to complement studies in Marketing, Business Administration, Advertising, Journalism, or Tourism. The course equips students with the main disciplines of digital marketing—SEO, SEM, social media, social ads, email marketing, web design, and content marketing—along with the fundamentals of neuromarketing, big data, and artificial intelligence, and prepares them for official certifications such as Google Partner.

The methodology is based on the practical application of comprehensive digital strategies aligned with business objectives. Students will work with professional tools such as Google Analytics, Google Ads, and Meta Ads, learning to analyze data and KPIs, optimize campaigns, manage budgets and improve ROI, as well as plan and manage social media communication.

The program includes a headhunting session with Apache Digital at LLYC and a session with the CEO of the digital strategy agency Social Mood.

Furthermore, the program fosters adaptation to new trends and the development of key transversal skills, autonomy, ethics, teamwork and project management, with the aim of building a versatile and highly employable professional profile in the field of digital marketing.

Objectives

  • Apply a 100% practical methodology to learn how to use the tools that are actually used in the professional environment.
  • Complement university education in degrees (Marketing, Business Administration, Advertising, Journalism or Tourism) with practical training in the main digital marketing techniques used by companies and agencies.
  • Incorporate technological trends such as neuromarketing, big data, and artificial intelligence into digital marketing learning.

Program

Module I: Digital Marketing (16h)

This module introduces students to the fundamental concepts of digital marketing, providing a comprehensive overview of the digital ecosystem and the main tools used in professional practice. It focuses on understanding digital strategy, communication channels, and marketing principles applied to the online environment.

Module contents:

  • Introduction to digital marketing: Definition, historical evolution and differences with traditional marketing.
  • Digital channels: Main media and platforms for the promotion of products and services.
  • Digital planning and strategy: Elements of a digital marketing plan, audience segmentation, and goal setting.
  • Metrics and basic analysis: Introduction to KPIs and digital campaign tracking tools.

Module II: Social Media Marketing (15h)

This module focuses on social media management and the development of digital communication strategies aimed at engaging audiences and building online reputation. It covers content creation and campaign planning on the main social media platforms.

Module contents:

  • Main social networks: Facebook, Instagram, LinkedIn, TikTok and Twitter; characteristics and strategic uses.
  • Content planning: Scheduling, content types, and engagement strategies.
  • Social Ads
  • Community and online reputation management: Audience interaction, comment management, and online crises.
  • Metrics and analysis in social media: Monitoring key indicators and evaluating the impact of campaigns.

Module III: Digital Marketing Trends (8h)

This module explores emerging trends in digital marketing, enabling students to identify and understand the technological and strategic innovations transforming the industry. It will foster adaptability and a commitment to continuous learning.

Module contents:

  • SEO: Introduction to the field of search engine optimization, delving practically into the tasks of an SEO professional -
  • SEM: Introduction to the field of search engine marketing
  • Innovative strategies in digital marketing
  • Adapting to changing environments: Identifying opportunities and assessing the applicability of emerging trends.

Module IV: Contact with the Digital Business and Startup Ecosystem (4h) and Digital Headhunter (2h)

This module facilitates direct connection with professionals and companies in the digital sector, including startups, agencies and specialized headhunters, with the aim of bringing students closer to the professional reality and job opportunities in digital marketing.

Module contents:

  • Visit and contact with digital companies and startups: Presentation of business models, success stories and dynamics of the sector.
  • Sessions with a digital headhunter: Guidance on in-demand profiles, selection processes, and most valued skills.
  • Professional networking: Contact strategies, building professional networks and employment opportunities in the digital environment.

Final work

Two mandatory assignments will be submitted and evaluated by the corresponding teachers.

Recipients

Access requirements:

Knowledge of Excel and use of digital tools

Selection criteria:

In the event that there are not enough places, priority will be given to students enrolled in a marketing degree.

No. of Places: 100, minimum for its delivery; 22 enrolled students

Academic Management and Faculty

Address: Ana Luisa Reyes Menéndez - Professor of Marketing and Market Research, URJC           

Academic Secretary: Arancha De La Fuente De La Fuente – Associate Professor URJC   

Other charges:

Sergio Suarez Jaime Data & Madtech Analytics Manager, Annalect Spain, SEO and data analytics specialist

Lucas García, CEO of Social Mood

Joaquín Danvila, Head of Online Promotion Department at IEB, Digital Marketing Specialist

Javier Queipo, Paid Specialist at Movistar+, Specialist in paid media

Apache Digital HR of the company Apache Digital

Duration and development

Modality: In‑person

Number of credits: 4,5

Contact hours: 45 hrs

Place of delivery: Vicálvaro

Opening hours: 15.00-20.00

Start date: February 15th 2027

Finish dateFebruary 26, 2027

Reservation of place and enrollment

Pre-registration period:from September 1, 2026 to February 10, 2027

Enrollment deadline: from January 20, 2027 to February 10, 2027

Title price: 475 Euros

Scholarship opportunity (if applicable): No.

The start of the course is subject to the minimum number (22) of enrolled students.

Documentation to attach, forms and place of delivery

The applicant will present all the scanned documentation, in the formats allowed through the link https://www.urjc.es/estudiar-en-la-urjc/admision/276-formacion-continua#preinscripcion

The documentation that you will have to submit is the following:

To access the University Extension Courses, no previous university degree is required.

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